After getting deposed last week from his usual No. 1 spot on the Top 10 Most Tweeted Brands chart -- a collaboration between Advertising Age and What the Trend -- 16-year-old teen-pop sensation Justin Bieber returns triumphantly this week. No surprise, since his second album drops next week. And no surprise that a certain holiday made our list (we're counting St. Patrick's Day as a brand, given that it's primarily a marketing opportunity for Irish bars, Guinness beer and shamrock-shape sunglasses).
But Chris Brown? What's he doing on here? Didn't the controversial 20-year-old R&B singer -- who last year pleaded guilty to felony assault of his girlfriend, Rihanna (he got probation) -- storm off Twitter in December, canceling his account after ranting about how retailers were blackballing his latest album, "Graffitti"? Yeah, but now he's back (as of March 11), with a new Twitter-verified account, @ChrisBrown. He's already surpassed 100,000 followers.
The same day he returned to Twitter, Brown left a message on one-to-many voice-messaging service SayNow, basically begging his fans to show their support. He began with, "Hey what's up, y'all -- CB. Um, I ain't never really did this, but right now I'm just calling y'all -- I need all of my fans' help. ... It's crazy because a lot of radio stations ... aren't playing my records. They're not being that supportive, and I wouldn't expect them to. But it's on the fans and on what you guys do in your power to bring me back because that's all I need." Sounding every bit the marketer, Brown went on to say that he needs fans to help make him "relevant on the radio" again.
His fans' first stop: Twitter, where hashtag trends including #FollowChrisBrown, #WesupportBreezy, #ChrisBrownRocks and #welovechrisbrown helped Brown storm the Trending Topics list this week. Will Big Radio pay attention to this seeming groundswell of support on Twitter? Stay tuned....
By the way, among Chris Brown's tweets: "Just left a school in Harlem reading to third graders a book called superhero school" and "Excited for next week. visiting fort hood. these troops risk their lives for all of us everyday. I'm going to show my appreciation!!!"
See?! He's a good guy, y'all! Take it from Twitter.
Other brands that charted this week but failed to make our Top 10: Microsoft (thanks to its Mix10 conference in Las Vegas, Tiger Woods (he spiked briefly surrounding his Masters announcement, but didn't have sufficient staying power), SXSW, American Idol and South Korean boy band Super Junior.
How is this chart made? See Notes, below.
|Trend||Peak Position This Week||Peak Position Last Week||Points||Crowdsourced Description|
|1||Justin Bieber||1||1||7,893||Justin Bieber's new album, "My World 2.0," comes out on March 23rd and his fans are excited. He also appeared on Z100.com, QVC, and GMTV in the UK.
Subtrends include: U Smile, #justinisamazing, #justinbiebermyspace, My World 2, #WhenimeetJustin, QVC, #PromwithBieber, #z100, GMTV, #Onlyyoushawty, #BieberIsMyHero, That Should Be Me, #BieberinNashville, AZ1-j9D5sZM, #OMBieberHowTrue, #BieberinVancouver
|2||St. Patrick's Day||2||New||3,529||People are tweeting "Happy St. Patrick's Day" today (March 17th) and showing their Irish spirit
Subtrends include: #stpatricksday, Guinness, I'm Irish, Irish, Patricks Day, Ireland, Patrick's Day, Happy St Patricks, Patty's Day, I'm Irish, Paddy's Day, Patrick's Day, Patty's Day, Patricks
|3||Lady GaGa||2||4||3,184||Lady GaGa is currently touring in New Zealand.|
|4||Jonas Brothers||7||7||1,724||Mentions of the Jonas Brothers.
Subtrends include: Jonas, South America
|5||March Madness||1||2||1,638||The National Collegiate Athletic Association's Division 1 Men's Basketball tournament started this week.
Subtrends include: NCAA, Robert Morris, Duke, Murray State, Evan Turner, Villanova, Nova, ODU, #marchmadness, BYU, Purdue, Syracuse, SEC, Old Dominion, Big East, Selection Sunday, Kansas, UTEP, Kentucky, Mary's, President Obama's,
|6||Demi Lovato||3||New||1,363||March 13 2010, "Jemi" is confirmed: Demi Lovato admitted to dating Joe Jonas in an interview by Billy Bush. Many people are tweeting their opinions about this new couple. Joe Jonas and Demi also recently released a new song, "Make a Wave."
Subtrends include: Jemi
|7||Chris Brown||1||New||1,235||Singer Chris Brown asked his fans to help revive his career. They have been obliging with a number of trending hashtags.
Subtrends include: #FollowChrisBrown, #WesupportBreezy, #ChrisBrownOnUstream, #ChrisBrownRocks, #yerdme, #WeWantCBOnUstream, #welovechrisbrown
|8||Cricket||4||4||1,001||The Indian Premier League (abbreviated as IPL), is a Twenty20 cricket competition initiated by the Board of Control for Cricket in India (BCCI) The first season of Indian Premier League commenced on 18 April 2008. Includes 8 teams or "franchises" that consists of players from different countries.
Subtrends include: KKR, IPL, Mumbai Indians, Malinga, RCB, Yusuf Pathan, Jimmy
|9||Lil Twist||2||2||773||Lil Twist is a rapper from music label Young Money. He regularly creates trending topics among his fans.
Subtrends include: #LilTwistFollowMe, #DearLilTwist, #WhoIsLilTwist, #LilTwistIs, #twistory, #LilTwistArmy, #IfIMetLilTwist, #WeLoveLilTwistCuz, #FollowLilTwist, #ILoveLilTwistCuz, #LilTwistTakeover
|10||Bad Girls Club||2||4||758||The show on the Oxygen network follows seven women with a number of personal, behavioral and psychological problems deemed "bad girls," as they live together for four months.
Subtrends include: #badgirlsclub, BGC, Flo, Kendra, Natalie, Kate
1. WTT tracks the appearance of topics on the Twitter Trending Topics list and each week ranks the brands (broadly defined to include marketers, products and celebrity/entertainment brands) with the most cumulative staying power. Explanations of trends are solicited from WTT users, Wikipedia-style; a community-voting system is designed to highlight the best explanations while burying lame or prank explanations.
2. For the purposes of this chart, we collect and process data until 12 midnight EST on Thursday night before each Friday's publication.
3. We broadly define "brands" to include major marketers (e.g., Apple) and branded products (e.g., iPad), as well as celebrity and entertainment brands (e.g., Lady GaGa, American Idol). Ad Age works with WTT to consolidate multiple threads of brand chatter (e.g., Apple, iPad, iTampon, Apple Tablet) into one position on the chart when it's clear related Twitter conversations are basically all about the same topic, even if they use different keywords.
4. In WTT's proprietary trend-tracking system, points are awarded for both duration and rank in the top 10 trending topics on Twitter. The longer the duration, and the higher the overall rank, the more points are awarded. Measurements are taken in five-minute increments.
5. The crowdsourced trend explanations above are quoted as they appear on WTT, and therefore may have stylistic and grammatical quirks that don't adhere to normal Ad Age editorial standards.
For more information about What the Trend, visit the WTT FAQ. And check out WTT's Week in Review, compiled by its in-house editors and covering an expanded general list of Top 20 trends (including hashtag trends) here.
Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.